Ukrainian food brands are in talks with major UK supermarkets to launch an initiative to support the war-ravaged country’s manufacturing sector.
Ucare – a coalition of Ukrainian food producers, several government agencies and retail expert FoodTech Shelf – has confirmed that it is set to launch its “Ukrainian shelf” initiative with Asda.
The organization was created to help foster relationships between Ukrainian suppliers and EU, UK and US retailers at a time when the country’s export sector has been hit hard by the Russian invasion.
Ucare is also in talks with German discounter Aldi and US wholesaler Costco to roll out the program to their UK stores in the near future.
“UK shoppers will soon be able to see ‘Ukrainian shelves’ in major retail chains,” a spokeswoman for the group told The Grocer.
Ucare currently operates in the European and American markets, and its displays with exclusive “Made in Ukraine” products are already available in chains such as Spar.
“European supermarkets had previously tried to organize Ukrainian shelves themselves, but this initiative was point-by-point and not easy to implement,” the Ucare spokeswoman added.
“We are counting on extensive cooperation with retail chains in the UK. Since the abolition of customs duties on Ukrainian goods, prices have become even more attractive, and our complex solutions have simplified the process of arranging deliveries and allow us to pay special attention to the display of goods and unique communication with the consumer.
Among the producers registered with the Ucare program are poultry giant Myronivsky Hliboproduct, tea brand Yogoda and dairy supplier Vista.
FoodTech Shelf will be responsible for setting up the various aspects of the displays, including shelves, banners, caps and price tags.
A portion of the initiative’s profits would also be donated to Ukrainian charities, Ucare said.